Purpose: An intention-behavior gap often occurs for socially responsible consumption, where despite positive consumer attitudes, sales remain disappointing. This paper aims to test the ability of in-store priming to increase sales of local foods vis-à-vis imported, cheaper equivalents....

Purpose – The paper aims to demonstrate the utility of qualitative research for: understanding differences in brand image across markets; the critical assessment of marketing theory; informing revisions to quantitative scales and metrics used in international branding research. This is...